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Chapter 12

Across
Provides a systematic classification of American adults into eight distinct consumer segments.
Emphasizes family, cultural, professional, and social relationship.
Is a state of the art geo demographic classification system from The Nielsen Company that merges US Census data with extensive data on product consumption and media usage patterns.
How i am or would like to be to myself
Emphasizes personal goals, characteristics, achievements, and desires.
Down
People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another.
Refers to the extent to which an individual includes important brands as part of his or her self-concept.
Endownment effect, is the tendency of an owner to evaluate an object more favorably than a nonowner
Who i am now
How i am seen by others or how i would like to be seen by others.
Who i would like to be
Is interchangeable with lifestyle
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillness
The totality of the individual's thoughts and feelings having reference to himself or herself as an object.
Self plus possessions
How a person lives